Hua Dao is a Chinese dojo in the midst of expanding to America; they needed entirely new branding in two languages, and an English website. This project required considerable research, beginning with the logo, as each piece of the cherry blossom motif- the number of shapes, location of shapes, layers, colors, etc- correspond to Chinese numerology and Taoism. To contrast the clean geometry, the logo was paired with dramatic full bleed photos of ancient cultural landmarks. The result is a design appropriate to the historical roots of the business while avoiding all dojo and martial art cliches.
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